Rascasse Audience Intelligence

Vegemite Target Market in United States

Vegemite has an estimated audience of 789K people in United States.

#3183among brands in United States#1581in Food & Beverages

The average Vegemite fan in United States is 35.3 years old, more female, and lives primarily in California.

Most fans live in California, Texas, Florida.

Top affinities include Axel Kicillof, Cristina Fernández de Kirchner, Aerolíneas Argentinas, with strongest over-indexing on Axel Kicillof (1012.17× the country average).

Demographically, the Vegemite audience skews more female with an average age of 35.3, and over-indexes on personality traits such as Indulgence, Design Affinity.

The typical Vegemite fan in United States is more female, around 35.3 years old, with strong Indulgence tendencies and a notable affinity for Axel Kicillof.

Category: Food & Beverages · Type: Brand

Data status: Q3/2026 · Source & method

Section 01

At a glance

Audience size
789K
in United States
Gender
60.3%♀
39.7% male
Age
35.3
average years
Country rank
#28692
among all objects in United States
Fig. 01

Search interest · 12-month trend

+5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Solution
Section 02

Customer demographics of Vegemite

60.3% are female, 39.7% are male, average age 35.3.

Fig. 02

Gender split

60.3%
Female
39.7%
Male
Demographic split for Vegemite audience in United States
MetricValue
Female60.3%
Male39.7%
Average age35.3
Estimated audience size789K
Fig. 03

Age distribution

Ø 35.3
average years
Age distribution of the Vegemite audience in United States
Age bracketShare%
16-2431%
25-3421%
35-4420%
45-5418%
55+10%
Fig. 04

Worldwide distribution

28.8%

of the worldwide Vegemite audience comes from United States.

Worldwide audience distribution share by country for Vegemite
CountryShare
United States28.8%
Australia16.0%
Canada4.1%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the United States average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Fig. 05

Top regions by affinity

Vegemite customers by region in United States
#RegionReachAffinity×
01Alaska~2K1.32×
02Hawaii~4K1.29×
03Maine~4K1.19×
04Idaho~5K1.18×
05Utah~9K1.17×
06Washington~20K1.16×
07Montana~3K1.16×
08Oregon~10K1.14×
09New Hampshire~3K1.12×
10Minnesota~10K1.11×
11Wisconsin~20K1.10×
12Vermont~2K1.10×
13North Dakota~2K1.09×
14Nebraska~5K1.07×
15West Virginia~4K1.04×
16Oklahoma~10K1.03×
17Iowa~8K1.03×
18Missouri~10K1.02×
19Arkansas~7K1.02×
20Pennsylvania~30K1.01×
21Michigan~20K1.00×
22Massachusetts~20K1.00×
23Colorado~10K1.00×
24Kansas~7K1.00×
25South Dakota~2K0.99×
26Ohio~30K0.98×
27Virginia~20K0.98×
28Arizona~20K0.98×
29Tennessee~20K0.98×
30Indiana~20K0.98×
31California~90K0.97×
32Kentucky~10K0.96×
33North Carolina~20K0.95×
34Illinois~30K0.93×
35South Carolina~10K0.93×
36Connecticut~8K0.93×
37Texas~50K0.90×
38New York~40K0.90×
39Rhode Island~2K0.90×
40Alabama~10K0.89×
41New Mexico~4K0.89×
42Florida~40K0.87×
43New Jersey~20K0.87×
44Nevada~7K0.87×
45Delaware~2K0.87×
46Georgia~20K0.86×
47Washington, District of Columbia~1K0.84×
48Maryland~10K0.83×
49Louisiana~9K0.82×
50Mississippi~6K0.79×
Fig. 06

Affinity by region

Affinity by region — Vegemite, United States
0.79×1.00×1.32×
Section 04
Brands and objects ranked by affinity with this audience. Values above 1.0× mean over-representation compared with the country average.

Audience interests & affinities

Fig. 07

Top cross-interests, ranked by affinity

Affinities of the Vegemite audience vs. the country average
#·InterestCategoryAffinity×
01Axel KicillofPolitics & Society1012.17×
02Cristina Fernández de KirchnerPolitics & Society672.45×
03Aerolíneas ArgentinasTravel & Leisure643.67×
04Executive suiteMovies & TV608.32×
05TorikoLiterature587.33×
06Sara Lee DessertsFood & Beverages565.47×
07Dinner DateMovies & TV519.56×
08La Maison du ChocolatFood & Beverages442.65×
09Charms Blow PopsFood & Beverages390.79×
10Resident Evil: The Final ChapterMovies & TV351.70×
11DjerbaTravel & Leisure296.99×
12Ryan HigaInternet & Social Media280.73×
13Roman AtwoodInternet & Social Media223.31×
14tootsie popsFood & Beverages207.77×
15AlfajorFood & Beverages203.96×
16Steven AdamsSports199.83×
17Julia ChildFood & Beverages86.54×
18Cocoa solidsFood & Beverages84.51×
19Gilberto MoraSports74.66×
20Designer labelFashion & Accessoires62.79×
Section 05
Strongest and weakest personality traits of this audience (1.0 = country average).

Personality of the Vegemite audience

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Personality traits of the Vegemite audience vs. the country average · What stands out
TraitClusterDeviationScore
IndulgenceJOY3.41×
Design AffinityPREMIUM1.62×
MindfulnessBALANCE1.30×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Personality traits of the Vegemite audience vs. the country average · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.81×
Social Media UsageJOY0.85×
TraditionCONSERVATISM0.89×
0×1.00× baseline2×
Appendix

Explore more audiences

More Food & Beverages audiences in United States

Source & method

Source
Rascasse Solution, own modelling
What “fans” means here
Estimated number of people in United States with measurable interest in Vegemite over the last 12 months. Modelled, not counted; people interested in several brands count for each of them.
Data basis
Anonymised behavioural signals: search demand, social media signals, sponsorship and event data. Not a survey.
Period
10/2025 – 09/2026 · updated quarterly · data status Q3/2026
Confidence
high gender and age data available and an audience of at least 100,000 people

Cite as: “Rascasse Solution, Q3/2026, rascasse.com/explore/us/vegemite-46371” · Methodology